Tag Archives: b2b marketing

Feb02

Karl Hourigan

0

Moving from Desire to Inquire: The Second Stepping Stone

Every purchase starts with a desire, but the path from Desire to BUY will depend on how complex the purchase is. A complex sale might be described as one where there is a need for a lot of information. For example, imagine you manage a company that manufactures vinyl windows, and the company is in the happy position that business is booming and they need to expand their manufacturing capacity. Let’s say that expanding production at the current location is not feasible, so you need to find a bigger location to move into, or build a new factory. The new [...]

Jan24

Ian Everdell

2

What Star Trek Can Teach Us About Buyer Behavior

The voyages of the Star Trek Enterprise took viewers to distant galaxies, exposed them to alien species, and taught them countless life lessons (right?). But did you know there were also lots of lessons in there about buyer behavior? Allow me to explain… Red shirt, no real purpose = death. Granted, in Star Trek, including an alien battle makes the episode more exciting. But the story line is developed by the main characters, not that ensign you see for 6 seconds before he gets killed. The aliens didn’t have time to deal with insignificant, pointless Away Team members. Think about [...]

Jan17

Karl Hourigan

1

Seven Stepping Stones on the Path to Purchase

The 7 Stepping Stones metaphor is a way to visualize the process that businesses and individuals go through when deciding to purchase something. The process is logical, but it’s not necessarily linear. That’s why I’ve represented key decision points in the process as stepping stones, arranged in a circle around the first stepping stone, from which the path to every purchase always begins. You can call this starting point on the path to purchase “desire”. From this central stone, a buyer may move to any other stepping stone, depending on the complexity of the purchase. Where it gets tricky for [...]

Jan14

Chris Pinkerton

0

What Search can learn from TV – Part 1

The most popular question in search is “what’s next”? There are thousands of opinions, blogs, studies and even conferences devoted to this very topic. The masses tend to head toward the thought of defining the perfect search experience, or perfect search engine. Is this really what is needed, the perfect search engine? How people access content, and how relevant and current that content is, will be the constant factors in this evolution. But can we actually see into the future by learning from the past? Teach Me, Mr. TV Executive According to the viewership numbers from Nielsen, U.S. Television grew [...]

Dec10

Karl Hourigan

0

10 Tips for Selling Search to the C-Suite

On Wednesday, December 8, we presented our latest webinar, 10 Tips for Selling Search to the C-Suite. Our panel included Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly, and Jennifer Lemming, the Director of Marketing for DS Waters. In case you missed it, you can watch it on-demand or go through the slide deck at your own pace. Selling Search to the C-Suite View more presentations from Mediative. Mike’s tips from the webinar include: Tip 1: CIOs and CMOs don’t always get it Tip 2: Stick to the value, not the tactics Tip 3: Be [...]

Nov10

Chris Pinkerton

1

The New Word Of Mouth

Ok I get it, ratings and reviews are important. It’s kind of obvious. We all know that word of mouth is one of the most creditable and influential touch points in a purchase process. How many times have you asked a colleague or friend ‘where did you get that’ or ‘what do you think of this’. In fact, in an Enquiro research study, it was noted that word of mouth is one of the top three influencing factors in every level of purchase, from very informal to very complex. So besides creating a tribe of raving fans, what are the [...]

Feb22

Andrew Spoeth

0

The BuyerSphere Project – An Interview With Gord Hotchkiss

Originally posted by Jeremy Victor on www.b2bbloggers.com. This interview has been reposted here with his permission. The BuyerSphere Project puts into context all that is changing with B2B marketing and B2B buying behaviors and purchases. It goes in depth on virtually every topic affecting how business buys from business in a digital marketplace. The content of this book is the result of an extensive research initiative conducted by Enquiro with the support of Google, Marketo, Covario, Business.com, and demandbase. While I purchased a copy of the book at Amazon, Enquiro also graciously offers the the book as a free download [...]

Jul09

Andrew Spoeth

0

Gord Hotchkiss Interview and Preview to SES San Jose

As a preview to the upcoming Search Engine Strategies conference in San Jose, Byron Gordon of SEO-PR caught up with our CEO & President, Gord Hotchkiss. Gord will be presenting at the search marketing conference as part of its B2B & Vertical track on August 12. He will be joined in person by the same B2B panel of experts that participated in our popular webinar series. The BuyerSphere Project at SES San Jose August 12, 4:00 – 5:15pm – Gord Hotchkiss, President & CEO, Enquiro – Mark McMaster, Senior Planner of B2B and Technology Markets, Google – Ben Hanna, VP [...]

Jun18

Andrew Spoeth

0

What Age Is Your Customer? June 24 Webinar Explores the Digital Age Divide

I can hardly believe we’re only a few days away from wrapping up the BuyerSphere webinar series.  It has been quite a journey.  Since the beginning of April, we’ve been building this amazing package of webinars and research papers which go to the very core of B2B marketing.  Experts from Google, Business.com, Covario, Demandbase and Marketo have all contributed their unique experience and marketing advice. If you’ve missed them so far, you can still get the recordings and white papers at www.enquiro.com/b2bresearch. Our final webinar in the series will be – in my opinion – one of the most fascinating [...]

Apr27

Kyle Grant

2

PPC Measurability: A Double Edged Sword

In marketing circles, the old adage: "Half my advertising money is wasted. The problem is that I don’t know which half!" is often regarded as marketing fact and has been more or less accepted as fact until now. In a down economy marketers are now heralding this statement no longer as a quote, but as a mission statement to finding where to invest money.  However, the very nature of this quote embodies the challenge that all marketers face: attribution. The famous marketing quote was reportedly said by William Lever, John Wanamaker, and F.W. Woolworth; begging the question: who gets the [...]

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